Part17=Search - Lecture Part 17 Consumer Search Do you...

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Consumer Search Do you think that this diagram is funny? Why or why not? I. Importance of Consumer Search to Marketers A. Determine what ______________________ to provide for consumers 1. High ______________________ : Information on several attributes is needed so consumers can make a complex decision (usually multiattribute) 2. Low ______________________ : Little or no AFFECT occurs in the evaluation process before purchase, so only a few key beliefs need be communicated. PERIPHERAL things influence the consumer’s attitude more (see the ELM model) B. Determine what print, personal, or electronic ____________________ to use. 1. High Involvement Product or Service situation: Information should be in specialized places, e.g. special interest magazines, etc. . . Communicator needs to be very credible 2. Low Involvement: Marketers must make information widely accessible, and advertise in mass media and plan on accidental exposure. Communicators must be able to attract attention and generate recall
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This note was uploaded on 04/05/2011 for the course MKT 351 taught by Professor Kraft during the Winter '11 term at Grand Valley State University.

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Part17=Search - Lecture Part 17 Consumer Search Do you...

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